Introduction

My media training, which focuses on print and online platforms, is designed to prepare your spokespeople to talk confidently and articulately about your firm, its services, legal developments and general industry issues. Individually designed to meet your firm’s specific requirements, my lively and interactive 1-2-1 and group sessions combine theory, practical exercises, and role-play to enable participants to devise robust press strategies that are relevant and appropriate for both business-to-business and national titles. Before delivering every session, I take time to really understand your firm and its needs so that the content genuinely reflects reality.

Course outline

The two-part course summarised below is tailor-made for partners and senior business support staff. It can be delivered virtually or at your offices on a one-to-one basis or to groups of up for four participants.

Part One – a detailed pre-course questionnaire is emailed to each individual participant to identify the following: their objectives for the training session and the areas they would like to focus on; their existing experience (negative and positive) of dealing with the press / individual journalists; any reservations or fears they have about talking to journalists; their strengths and weaknesses in doing press interviews; and a topic or story for their mini mock press interview.

Part Two – this is a two-hour* interactive workshop designed to raise media awareness and also demystifies the processes used by journalists to source stories. Sample content includes: understanding the importance of positive press coverage and its relationship with business development, staff morale and recruitment; knowing your audience and what makes an ‘interesting’ story; how to pitch story ideas to journalists; tips for developing and nurturing long-term relationships with journalists; and potential pitfalls of dealing with the press. The remaining time will be spent on how best to approach successful press interviews. Areas covered will include: the true meaning of ‘off the record’; the importance of sound bites; tips for confidently controlling the interview; and how to manage hostile interviewers and/or awkward questions. The theory is followed by a mock interview with me playing the role of a journalist on a pre-agreed topic with each participant receiving supportive and constructive feedback and pointers for enhancing their skills. An audio recording of the interview can be made for future reference.

*Note: I recommend allowing three hours for larger groups as this will provide sufficient time for all participants to have a go at a mini mock interview.